Service Blueprint : A Practical Tool

Service innovation happens when a company changes and improves their customer service methods. This makes the company’s product more desirable to customers because they are offered better customer service. This also gives the company the opportunity to build a better relationship with their customers. Often service innovation involves getting customer feedback on how to better their customer service. Better customer service creates more customers and; therefore, more cash flow and profits are experienced by the company.

Service management combines the required services with organizational solutions and thus new generation user service becomes simplified. These forthcoming services are necessitated to be interrelated and combined in order to meet the demand of socio- economic factors such as environment analysis, safety measurement, climate management, agriculture modernization

Service improvement is arguably one of the most important challenges facing the National Health Service (NHS) today, as both patients and service users search for a ‘good quality’ service, and expect services to be both efficient and effectual. All staff within the health service need to be educated and competent in their roles, in order to be able to offer a service that is beneficial to the patients that make use of it.

This course focuses on services management in general and service operations in particular. It explores the elements that unite services, that differentiate service processes from non-service processes and that differentiate various types of services from each other. Customers generally participate in the service process, often with direct and uncensored interactions with employees and facilities. The resulting

The service industry interacts with our lives on a daily basis. Services can be defined as deeds, processes and performances. When considering the differences between products and services, intangibility and the fact that a service cannot be touched, tasted, viewed or tried on are terms often used (McColl-Kennedy & Kiel 2000). Services differ from goods in essentially four ways: (1) intangibility; (2) inseparability; (3) heterogeneity; (4) perishability (Kotler, Brown, Adam, Burton, Armstrong 2006). To deliver a quality service, managers also pay attention to the importance of tangibles that support service delivery as well as service delivery blueprinting. Managers must also accept that service failures occur and be able to

Tangible goods, or rather manufactured goods, have been the dominant medium of exchange for centuries. However, recent decades have proved that it is no longer the case as there has been a prevalence of being service oriented (Vargo and Lusch, 2004:1-2). Services, as defined by Vargo and Lusch (2004), are  “the application of specialized competences (knowledge and skills) through deeds, processes, and performances for the benefit of another entity or the entity itself (p.2).” Utilizing services gives businesses an edge, a competitive advantage, particularly in an evolving competitive market, something which Metalfrio is definitely part of (Vargo and Lusch, 2004:9).  Those businesses that learn to adapt tend to do well. In addition, Vargo and Lusch (2004) write this shift to services is also a shift from producer perspective to a customer perspective (p.2). Thus, it leads to more of a collaborative effort where co-creation leads to adding value to the service rather than a product having value (Vargo and Lusch, 2004:6). Also, customers rather develop relationships with those that can provide a range of related services over an extended period of time, thus allowing businesses retain their clients for the long term (Vargo and Lusch, 2004:13). Overall, service oriented marketing is a direction that businesses should be headed towards to ensure that they can remain relevant and competitive in the

Service firms are increasingly using customer service to develop sustainable competitive advantage – through value generation as well as differentiation. This

When City Grill follows the service blueprint above in its service processes, a change will be observed in their sales as there profits will definitely increase. They need to reduce the amount of waiting time from the thirty minutes to around ten minutes;

According to Posselt & Förstl (2012) previous research has shown that one main contributor to successful implementation of new services is a unique or superior service. Storey and Hull (2010) coincide and further explained that it is not possible to use a “one size fits all” approach when developing personal services. They conducted a study, which investigated the effect of different organizational knowledge management strategies on the process of service development. They stated that for organizations, which rely mainly on personalized information where services involve personal interactions and

“Services are acts, deeds, performances, or relationships that produce time, place, form, or psychological utilities for customers” (Roberta S. Russell, 2014, p.194). Besides, there are some other explanation of service design: Service design is all about making the service you deliver useful, usable, efficient, effective and desirable (UK Design Council, 2010); Service design aims to ensure service interfaces are useful, usable and desirable for the client’s point of view and effective, efficient and distinctive from the supplier’s point of view (Birgit Mager, 2009); When you have two coffee shops right next to each other, and each sells

The service levels are depending on the rules, mandatory, past or previous data in order for the management to figure out the necessity of the staffs. It is a difficult task for service status to retain and preserve, as well as increase satisfactions of customers by 10 per cent thatneeds to increase 20 per cent of workers. After gone through the study of the customer’s sensitivity to the response on calls, Zie Retails detected that the customers feel more happy when their calls being answered in certain seconds time and felt unhappy when their calls being hold for a longer time. As a result, Zie Retails contemplate to improve customer service by reduce the customer waiting time to make decrease their dissatisfaction level. However, the result is not positive and shown that extra staff is the main point to improve satisfaction of customers regardless of the waiting time. Zie Retails aware that new technology needed to be bringing in for example, upgraded structure, network and merchandize, as all of these are essentials to boost the satisfactions level of the

1 The tourism school, Zhejiang Gongshang University, Hangzhou, China; 2School of Business Administration, Zhejiang Gongshang University, Hangzhou, China. Email: chenjue8@yahoo.com

“Develop a service blueprint for an organization in the hospitality service industry of your choice”

Being developed for centuries, Hotel Industry has been in its maturity period for a long time. Confronted with fierce competition and the current global economic crisis, it becomes a hot topic in Hotel Industry how to maintain and raise revenues. By shifting focus from „Goods-Dominant Logic‟ to „Service-Dominant Logic‟, Service Science presents a new perspective on value creation and service experience. In

We have learnt from Servicer Strategy that service means to provide guidance on design, and how to implement them according to the needs of the customer. From the service lifecycle Service Design comes after the service strategy (Annexure A). The service design is not limited to new services, but also to old services which are need to improve the service design which are necessary to maintain the value to customers. The main objective of service design is designing an innovative idea or to change an existing design into a live environment. To change a design or to implement there are several requirements. These requirements are taken from the service portfolios and they are analyzed. There are teams which will indulge in this process and